Big FM Chennai, the radio venture of Reliance ADAG’s Adlabs Radio, is all set to hit the airwaves next week. The content would be mostly in Tamil and cater to the local flavour. Adlabs is launching Big FM in Hyderabad around the same time, while the Bangalore station is slated to launch in October.
The FM station has roped in Asin and Abhishek Bachchan as their brand ambassadors. Adlabs plans to design and package the programming content in a highly unique way and promises to stand out from the rest of the FM stations in the Chennai market.
“Our programming content has been formulated in such a way that it would transcend the radio listening from mere pastime to informative, educative and relevant and something that the listeners can connect to,” said Lakshmi Sharath, Vice-president and Head of Marketing-South, Adlabs.
The FM channel has roped in eight RJs including established names in the radio industry such as Balaji, Dheena and TV personality Uma Riyaz. The others are Gopi, Krithika, Nelson, Ophelia and Kanmani.
“We want to make the listener the hero. There are around three lakh people who listen to FM. This number will be doubled by virtue of sheer programming content of Big FM,” Amyt Bhatia, Associate Vice-president, Adlabs, said.
Speaking about the programming content, Bhatia said, “Programming content cannot be driven out of somebody’s head. It is only the listener who is going to drive us to deliver what he or she wants.”
Adlabs also plans to launch 10 FM stations in south India, which includes Pondicherry, Mysore, Vizag, Thiruvananthapuram, and Mangalore, among others. These stations are expected to be launched by the end of this fiscal year.
Chennai currently listens to Radio Mirchi, Suriyan FM and the recently launched Radio City. Hello FM, Malar Publications’ FM venture, is set to launch its first station in Chennai in September 2006. Mid Day, Muthoot and Noble are some other FM players preparing to enter the market.
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